Jim Compton, executive vice president and chief marketing officer offered this explanation. “We are improving our economy meal service with a high quality, industry leading food-for-purchase program that is consistent with the strong brand image and high service standard for which our customers recognize us.” Continental will continue to provide free food service on all intercontinental and long-haul domestic routes over six hours.

How is customer service and the reputation that Continental Airlines vies to uphold with their Customer First Plan affected by this change of policy? Is Continental now admitting that meals previous to the new plan were inferior and unhealthy? Will the continued food service on the intercontinental and long-haul domestic routes over six hours still be reflective of the original menu? The media release has not been well-received by travelers; in fact wouldn’t it have been a more sensible plan to just announce the airline has had to make more cutbacks in order to continue doing business and affording their employees?

Tomorrow the option will be available to buy roomier seats with more leg room. The price will depend on the length of the flight and the popularity of the route. For instance, the charge to sit in the emergency row with an extra 7 inches of leg room could cost as much as $59 each way. Sitting in an emergency row, however requires more responsibility since it is a crucial exit in the remote chance the airplane incurs an emergency landing. Will there then be a discount for a seat that doesn’t recline?

Checking baggage now costs $25 within the US and prices fluctuate depending on the amount of luggage, the class one flies, and the destination.

By the end of the year, Continental plans to deploy DirecTV and internet service. Also, in Business First seats will fold back to offer flat beds. My observation is not to fly economy class; by the time you check your luggage, sit in your seat, stretch your legs, and select an a la carte meal, you might save more money flying business class.

photo credit: Hunter-Desportes

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The Wachovia branch in the subdivision of Abacoa in Jupiter, Florida knows how to build new cooperative and collaborative relationships with customers. Since consumers now can choose from a bank on nearly every corner, what sets a particular branch apart from another? Enlightened consumers have an infinite amount of choices.

Nearly every bank offers full services including checking, savings, loans, certificates of deposits, credit cards, brokerage services, etc. Almost all banks provide paperless services, online payment centers, call centers with English speaking representatives, and comprehensive websites with dozens of services, but the difference in local branches is the relationship bank employees build with local residents.

Up until a few weeks ago, I had never been to a Wachovia Bank, but special circumstances for an ailing relative brought me there. The Service Manager, Brandi immediately greeted me at the kiosk in the center of the lobby and was able to direct me to the financial specialist who could handle my  special banking needs. Admittedly, I had to wait a considerable amount of time and that was a legitimate complaint, but once I met with the representative, the transactions were effortless and efficient. When I was leaving, Brandi even asked me if my banking needs had been met to my satisfaction. Within a week, I had to make some more changes to this specialized account and returned to the bank; again a friendly and smiling Olinda greeted me at the kiosk. Senior Financial Specialist, Fred C. made changes for me, remembered my name and has gone out of his way to accommodate the special needs of my situation.

It can take weeks or months to find and maintain a good customer, but a satisfied customer brings in more business. Of all the banks in my area, the exceptional personal touch by the employees made a profound difference. Their service quality and operational efficiency with  improved data information services made my experience that much quicker. Their ability to immediately contact their legal department to help me set up the account correctly gave me the confidence I was not able to find at another financial institution earlier in the day. My congratulations to a team of professionals for going that extra mile for customers.

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So how does a person effectively complain over the phone? Here are my suggestions based on a week of personal experience, research and investigation.

• It is very possible you will have to leave a voice mail. Leave your name, call back number, and allow someone approximately 24 hours to return your call. State your complaint and what you believe would be a fair and reasonable solution. Don’t tell a long story.
• When someone does call you back, be reasonable. Customer service representatives may have some discretionary power to help, but don’t demand a trip to Italy. Sometimes you can get a gift card, discount for your next purchase, partial refund, or gift miles.
• Initially assume good faith about the company and staff. You could use this in your conversation, “I know this isn’t your fault, and I don’t mean to take it out on you, but I hope you can feel my frustration.” The customer service representative won’t feel you are being adversarial and most likely will be more apt to please.
• Make sure you get the agent’s name, identification number, date and time of call and follow-up in writing. You can’t always trust the agent made a notation on her computer about your problem.
• If there is a language barrier, since many companies out source to countries like India, Latin America and Eastern Europe, advise the representative you can not understand him. Ask him to connect you to either a senior agent or ask to be connected to the supervisor.
• Stay calm. Many customer service agents have a script. Don’t ever be rude; don’t curse,and don’t yell. Don’t threaten to sue unless you can follow through. Also, you know you’re not going to the President, and asking for the company owner is not likely to happen either.
• Compare policies of other companies. If you are knowledgeable about other companies with similar services offering better warranties, refunds, etc. use that when speaking with the customer representative. The company may have to reach out and change its policy.

I also noticed that most companies have a message at the beginning of the customer service menu advising the caller that the calls may be monitored for quality assurance. Companies do take complaints seriously, and although no one wants to complain, it does mean there is a problem. Make sure you follow-up with a written correspondence, and if all else fails, a customer’s main revenge is to abandon the company and move on to their competition.

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There is no alcohol or grease here, and I have often printed off coupons to use, but I must warn you they are very strict about expiration dates. They offer freshly baked breads, pastries, sandwiches, salads, and soups during breakfast and lunch. Chairman and CEO Ronald Schaich has stated that the drop in wheat prices last year has been helpful in avoiding any price increases, but claims that the quality of products at Panera are of the highest priority.

So we have a few of Panera’s policies that set them apart from other restaurants, and that includes antibiotic free chicken, no trans fat, many natural ingredients and an impressive list of whole grain breads, but does that have a significant impact on customer service and the Business Week’s award?

Actually the company’s customer service award can be attributed to the attentiveness and concern for the well-being of their associates. Panera kept employee hours steady when other restaurants were cutting hours. Panera also provided cash bonuses for hourly workers as well as management incentives. When I checked the employment page, I noted that employee benefits are comprehensive ranging from complete medical, dental coverage to pension, and disability benefits.

Their philosophy of “happy employees” has brought in more customers. When the general restaurant traffic has decreased nationally by 4%; Panera boasts that their business has increased by 2%. Panera’s attitude towards their employees can only stress the importance of employee satisfaction delivering and contributing to customer satisfaction. In my own experience, I have been to this establishment several times, and I have never seen anyone behind the counter or even wiping the tables seemingly having a “bad day.” It certainly seems the Panera “way” is a success.

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I repeatedly called the first level of support, but as it is with most companies, the representatives are not very skilled. Dare not deviate from the procedure the representative orders you to follow; otherwise their standard response is they cannot be of help. Each time I was assured the problem had been fixed, and for a day or two that may have been true, but the problem kept happening. When finally a technician appointment was scheduled for a few days later, the internet was working and nothing was done to resolve the problem. It reminded me of taking my car into the dealer when I hear a noise; that noise is never apparent when the mechanic is listening, but it’s still there. More calls to the customer representatives; more technicians coming to my house, and eventually a new modem (a different brand) has seemed to solve the problem.

Comcast claims to proactively monitor equipment and empowers their customer service representatives to perform home checks to determine some of the causes of trouble and to focus on network reliability known as “node health.” Their Customer Guarantee briefly includes:

• A 30 day money back guarantee on all equipment and services.
• A promise to treat you and your home with courtesy and respect.
• Answer your questions at your convenience 24/7.
• Easy to understand statements and bills.
• Best and most video choices.
• Address any problems customers experience.
• Schedule appointments at customers convenience and be mindful of customer’s time.

While I commend Comcast’s pledge of service, my own experience would suggest that customer service representatives need more training and be able to either send a customer to the next level or be better trained to evaluate initial problems and how to more efficiently deal with customers. These people are first impressions, and as the old adage rings out, there is only one chance to make a first impression.

On the Comcast blog, Rick Germano, SVP Customer Operations writes about how Comcast employees took it upon themselves to help others in the recent heavy snowstorms in the Northeast. Some employees drove their coworkers into the office; others helped to plow out driveways, some slept in the offices to be ready to help or even prepared food. That truly shows the ability of employees to think out of the box and go beyond the basic manual, so why not follow that lead in the customer service department?

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Is perception much different when marketers and advertisers want us to believe in their products? I can’t help but notice the Maybelline mascara commercials promising lashes so lush and long that I can hardly wait to drive over to CVS and pick up the latest product. Is it realistic? There’s no possible way mascara can make eyelashes that long and perfect; my objectivity and verifiable actual experience will prove that at a later time, but the perception and a significant perceived improvement to me is what makes the experience real.

Delivering superior customer service is also a perception. A customer’s perception of an issue is often different than the actual circumstance. Let’s take the example of waiting in a Verizon store for the next available agent. I walk in and there are three people before me, three representatives attending to customers and two other employees not engaged with customers. I am impatient because I have to leave in 30 minutes to pick my kids up from school and my impatience grows especially when I perceive the two other employees should be aware that I need some customer service yet they have made no overtures to help anyone.

Excellent customer service, regardless of what the facts may be have to be especially sensitive to the customer’s viewpoint and perception of the issue. That’s where careful listening comes into play and suggesting solutions based on those very perceptions can make a profound impact. Insensitivity and indifference is a prelude to customer anger and the loss of the customer because they don’t really care who takes care of them since each representative is synonymous with the company. This is where standards of KPI or Key Performance Indicators come into play. Through training, monitoring, coaching, practice and new policies, employees understand that customers are driven by what they think about a business or service, and we want them to see positive perceptions.

As for my experience at the Verizon store, I did approach one of the two representatives and asked them if someone could help me and explained my circumstances. The manager came over to me, listened to my problem with my cell phone and my time restraints; asked me if I wanted to leave the phone and come back after I picked up my children, and during that time my phone would be either repaired or replaced. I must admit he had the right attitude, and I was satisfied that someone had worked to help me.

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A small business can customize and greet customers directing them to their intended connections with a greeting such as this:

“Good day and thank you for calling. If you know your party’s extension, please enter it now followed by the pound sign. For a company directory by name, please press 1. If you would prefer to speak with an operator, please press ‘0′ at any time.” Here you have a simplified method using technology, but still maintaining the personal touch so many customers still appreciate.

You might want to grow into a virtual PBX, which can be directed to enter an extension, and if the contact doesn’t answer, the call can ring for another extension or go to voice mail. During the “hold” period, you might opt to use music on hold, deliver a daily marketing message; for instance what’s on sale for the day or  the latest market quotes, etc. The trick is not to keep your caller on hold too long. When all lines are busy or no one is available however, there’s much to be said when a live attendant comes on the line and spends a few moments with you. You can even direct calls to your cell phone; again, another opportunity to supply the personal touch. The best advice would be to have a live attendant available after a message such as this:

To speak with an operator, please press “0″.

Very popular now are Interactive Voice Responses ( IVR). Many callers find IVR with its variety of options totally frustrating. The customers/callers make selections from a menu by speaking into the phone or using their keypad. Callers can have more options. The more sophisticated companies who don’t want to lose customers and clients through the maze of IVR, have had the programs now able to recognize certain key word phrases. Sometimes a list of common swear words have been programmed in, and when the caller is on their last frazzled nerve and starts to swear, a polite IVR message comes on to ask:

“Did you want to speak with a customer service agent?”

It’s a smart company to realize once a customer is so frustrated, she could very well take her business elsewhere, it is time for the personal touch again.

Use technology to increase efficiency, but let’s not forget that customers still want to know that you care.

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The delivery of services should not be restricted by job title. Take the example of an employee stocking the shelves at a local hardware store. A customer comes in and asks the employee where she can find door handles. The employee walks the customer over to the aisle and asks if there is more he can do to help. The customer needs help sorting out the rows and rows of door handles to find one that fits her needs, and the employee assists her until her needs are met. Then the employee returns to stocking the shelves. Did the employee go beyond his job of stocking shelves? Absolutely, but the customer was so satisfied she made a point to congratulate the store manager about the excellent and helpful store employee.

In a local hair salon, a regular client was in the middle of a hair highlighting. The client had very long hair; the  foils were almost all applied, and her cell phone rang. The client’s 5th grade child called to tell her mother she had forgotten an important piece of her class project that was involved in the school fair and needed it immediately. The mom couldn’t leave the salon with bleach and tin foils. The receptionist volunteered to drive to the client’s home, pick up the piece the student needed and take it to her child’s school. Going out of her way? Absolutely, but the receptionist was able to break free and see her job as more than just a job title.

Going above and beyond sets any business apart. Instead of ever saying no, a business should always be able to present options or alternatives, but in order to encourage employees to perform in such positive ways as the above examples, the company has to empower employees and coach them in positive ways. Probably the most important aspect in being able to realize such outstanding service, is the company’s ability to present a positive approach to employees and help employees  work effectively with other departments. It is really hard to go above and beyond by yourself.

All good customer service is a result of an organized system and constantly improving what you want to achieve; the results can make a big difference. If a business just changes a little at a time and meets the customer’s needs beyond the product, the customer feels important, and that is what keeps customers coming back.

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